Cattlemen’s had been building momentum. It was ready. Ready to make its mark as a foodservice-only leader. Ready to deliver on the brand promise with a cross-functional team of stakeholders. But just to make sure we included brand pressure testing as well as a comprehensive brand strategy that could flex across all audiences. There’s a lot of pride that goes along with mastering a culinary craft. But that pride belongs to the creators, not their tools. Cattlemen’s didn’t need accolades. It didn’t want credit. It wanted chefs to shine and own their flavors. The strategic brand direction became an evergreen playbook to deliver on this bold messaging and creative focus.